ДОСЛІДЖЕННЯ ПОВЕДІНКИ СПОЖИВАЧІВ В ОМНІКАНАЛЬНОМУ СЕРЕДОВИЩІ ЕЛЕКТРОННОЇ КОМЕРЦІЇ В УКРАЇНІ

Abstract

If earlier retailers could clearly divide buyers into those who prefer to buy online or offline, then over the past year, the number of omnichannel sales has increased by 25%. A modern buyer uses at least 5-6 sales channels, wants to know everything about the product: from the description on the website to the opinions of opinion leaders on forums and social networks. The convergence of physical and online retail has paved the way for the emergence of omnichannel retailing, and the trend for omnichannel consumption is becoming increasingly important. The main challenge facing companies is to streamline the buying process in such a way that customers will not spend money in the buying process due to a change in the distribution channel. Enterprises are faced with the need for a more detailed study of consumer behavior in order to organize effective cooperation with them in an omnichannel retail environment. The article examines trends, problems and prospects for the implementation of an omnichannel strategy in the activities of domestic retail companies. The necessity of building links between online and offline stores have been substantiated. In order to study the behavioral models of consumers in an omnichannel environment, a marketing research was conducted of the regular customers of the largest retailer of sportswear and footwear in Ukraine, the “Sportmaster Ukraine” company. The case survey was conducted during June-August 2021 using the convenience sampling method. In fact, more than 250 respondents were interviewed. Based on the results of a theoretical study and on the basis of a statistical analysis of empirical material collected in a marketing research of the sportswear and footwear customers behavior, the six most common behavioral models of consumers in an omnichannel environment were identified, in particular: ROPO (Research Online Purchase Offline), BOPS (Buy Online Pick up in Store), "Looking cheaper prices”, “Uses a mobile apps”, “Reacts to push messages”, “Target”. For each of the selected groups of consumers, approaches to cooperation were developed and proposed. For each of the selected consumer segments, approaches to cooperation were developed and proposed that can be used by retailers when working in the omnichannel environment of e-commerce in the clothing and footwear market.